Events as a Customer Touchpoint in Student Life – Creating Valuable Experiences and Lasting Impressions
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HEIs are nowadays challenged with intensified competition amongst each other as well as an ongoing battle for additional funds and students. Especially within Western Europe, the introduction of bachelor’s and master’s degrees has led to higher student mobility and international competition. Therefore, HEIs are being challenged more than ever to find new ways to approach prospective students and, furthermore, retain their existing students (Maringe, 2006; Drewes and Michael, 2006).
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